Beyond the chimarrão: the influence of FOMO (Fear of Missing Out) on conspicuous consumption among gauchosPurpose This study aimed to analyze the influence of the Fear of Missing Out (FOMO)—understood as the fear of being excluded or missing out—on conspicuous consumption, which is defined as a strategy to elevate social status through the public display of wealth.
Design/methodology/approach The research employed a survey method with 389 consumers in the state of Rio Grande do Sul, employing descriptive statistical analysis and simple linear regression techniques. An online questionnaire divided into four blocks was administered via Google Forms, using a five-point Likert scale.
Findings Results underscore the significant presence of the fear of being left out within individuals’ psychology, emphasizing its relevance in contemporary society, where constant connectivity and access to information amplify this feeling. The analysis revealed that participants exhibited conspicuous consumption behaviors, pursuing products that symbolize status and affiliation with specific social groups. FOMO demonstrated a significant impact on this behavior, with a direct relationship of 19.3%, highlighting the link between FOMO and the propensity for conspicuous consumption.
Originality This study provides relevant insights for marketers, who can leverage these findings to develop targeted strategies that foster emotional connections with consumers, crafting more effective campaigns that consider FOMO’s influence on purchasing decisions.
FOMO; Fear of missing out; Conspicuous consumption